HAC is a non-profit organization in Uganda that facilitates access to crucial health services in remote areas.
Through funding motorcycle taxis to set up monthly health clinics in remote Ugandan villages, HAC connects dire health services to the community including anti-retroviral treatment, maternal health services, malaria treatments, and family planning.
– Understanding HAC –
HAC wants to raise awareness and garner support for its organization to aid and extend healthcare services to remote Uganda. communities facing difficulties accessing these resources.
Our 5-person team’s goal for this project is to integrate transmedia knowledge with our research abilities to help HAC spread awareness to support hard-to-reach communities in Uganda.
This design challenge will showcase the efforts of health workers and motorcycle drivers as they venture throughout Uganda to provide medical resources.
In addition, we will improve current fundraising methods to help HAC’s major goal of reaching 1 million people by 2030. Our team recognizes the diverse audience and socioeconomic factors involved in this mission.
– The Design Challenge: Sparkline –
– HAC Media Analysis –
HAC’s current website has an insightful “About us” page, which is used to promote your core values, story, mission, and partners. It would be helpful to congregate the information to create an educational post.
To foster meaningful collaborations, we leverage existing media platforms such as LinkedIn. However, upon further investigation of your LinkedIn, we see that there are less than 300 followers, so we believe there is much to improve upon. The bio should be updated to better encompass your mission, and the posts should include more substantial content, including personal statements.
We recognize that there have been efforts in recording testimonials in local languages, as well as creating video series and blogs that highlight a “day in the life”. However, we see potential in adding another layer of storytelling to enhance engagement.
– Brainstorming: Potential Ideas –
Beyond LinkedIn, we can create stronger campaigns on Facebook, Twitter, or Instagram. Using captivating elements such as digital flyers, reels, and hashtags, we can spread awareness of the mission statement on a wider scale. If we were to effectively highlight healthcare workers, it would evoke sympathy and support among potential donors. For instance, a health worker or motorcycle driver could do an Instagram takeover for a few days and answer any pressing questions from the app users.
Besides that, there can also be community workshops where potential volunteers can come to educate people outside of Uganda through interactive Zoom sessions and Q&A opportunities.
For the issue of transportation not being able to reach remote communities in Uganda, there can be investment in mobile health units that are specifically used by villages to deliver medical tools or even aerial drones.
– Understanding Our Stakeholders –
User Scenario 1
Emily Thompson is a CSR Director at a multinational corporation. She is responsible for her company’s corporate social responsibility (CSR) initiatives, focusing on health and sustainable development in emerging markets. She has a strong background in public health and has worked with various NGOs on global health projects. Emily attended a recent networking event focused on global health initiatives, where she participated in a panel discussing corporate involvement in international aid. After the panel, she was introduced to a representative from Health Access Connect by a mutual acquaintance who knew of her interest in supporting innovative health access solutions in Uganda. Emily is always on the lookout for effective, sustainable projects that align with her company’s CSR goals. She is particularly interested in projects that offer measurable impacts, are innovative in approach, and can provide positive publicity for her company. After the event, Emily visits the HAC website to learn more about their programs. She reviews the “Our Story” section to understand HAC’s mission, approach, and achievements. Impressed with HAC’s use of motorcycle taxis to bridge the healthcare gap in remote areas, she believes this innovative approach could be a great fit for her company’s CSR objectives. Emily contacts HAC via the information provided on their website, expressing interest in exploring a partnership. She schedules a follow-up meeting to discuss potential collaboration opportunities, including funding, technology support, and employee engagement in HAC activities.
User Scenario 2
Marcel, a 40-year-old professional with a strong connection to his African heritage, embarks on a personal journey to find a meaningful way to contribute to African communities. Determined to allocate 10% of his income towards impactful causes, he actively researches organizations aligning with his vision. His search leads him to HAC’s website, where he is immediately drawn to the organization’s commitment to bringing healthcare to remote African communities. He learns about the motorcycle microfinance program, grassroots outreach, and partnerships with local communities, which impress him with the organization’s sustainable and community-driven initiatives. As Marcel reads testimonials from individuals whose lives have been transformed, he feels a deep personal connection. It reminded him of a story his grandmother used to tell him. Convinced that HAC is the ideal channel for his philanthropy, Marcel decides to allocate a significant portion of his 10% commitment to support the organization. He sets up a recurring monthly donation on the HAC website, ensuring a steady contribution towards improving healthcare access in remote African areas.
Other Journey Maps:
– HAC’s LinkedIn Strategies –
Design thinking methods were integral in formulating the LinkedIn strategies for Health Access Connect (HAC), focusing on empathy, definition, ideation, prototyping, and testing to ensure the effectiveness of each strategy. Initially, a deep understanding of HAC’s unique needs and challenges was developed through empathetic engagement with their mission to provide healthcare in remote areas. This foundational insight allowed the team to clearly define the core problems HAC faced on LinkedIn, such as low engagement and visibility.
Besides HAC’s expansion efforts on LinkedIn, effectively communicating the significance of their work in Uganda to their potential donors and stakeholders is an integral part of the design challenge. Through a deep dive into HAC’s branding, story-telling method, and online presence, our team identified areas for improvement to create a more compelling call to action among their donors.
So far, HAC possesses a well-rounded narrative justifying its work’s effectiveness in addressing Uganda’s health care inequality. We’ve seen firsthand from HAC how stories are a powerful way to transfer knowledge and information more memorably. To further bolster their intricate narratives, HAC used data analytics to better communicate the credibility and progress towards their goal of serving 1 million people by 2030.
However, there is a lack of organization and cohesion in branding that could otherwise better communicate to their stakeholders the degree to which HAC has impacted Ugandan communities. To address this need, our team transformed HAC’s performance indicator statistics into an infographic for social media platforms, augmenting HAC’s emotionally resonant anecdotes and testimonials with data story-telling for greater credibility and impact.
In crafting the infographic, our design process was primarily guided by key components from the CAT, UX, and DT frameworks.
C: Conceptually, we focused on curating a more digestible format of HAC’s progress indicators, selecting only key metrics that best illustrated HAC’s degree of success in the infographic (i.e., # of communities reached, # of outreach clinics, # of patients served for maternal/children care, HIV, ART treatments, etc).
A: Aesthetically, we paid careful attention to clarity, accessibility, and transparency as the main principles to guide our infographic design and visual aesthetics to become more engaging. We selected contrasting colors, larger fonts, and bright imagery that complemented HAC’s overall theme colors for greater brand cohesion. We utilized simple language, and clear headings to ensure viewers could quickly grasp the information presented. By using engaging visuals and these design elements, we aimed to captivate the audience’s attention and facilitate better comprehension of the information presented.
T: We implemented these decisions by employing various UX design principles on Figma to effectively convey the content in an aesthetically pleasing manner. By leveraging such principles and technical techniques, we were able to transform the condensed data values into a more visually compelling and informative infographic.
UX: This entire process takes into great consideration how viewers would interact with the infographic across different platforms, ensuring it was optimized for readability and engagement on social media and websites. The layout is responsive, adapting seamlessly to various screen sizes and devices, to ensure a positive user experience for all viewers.
DT: A crucial component of the design process was to ensure HAC was satisfied with the direction we were headed in. Using an iterative process, we prototyped and presented iterative designs to gather feedback, refining our design based on HAC’s preferences that better resonate with their stakeholders and achieve HAC’s objectives.
Guided by the various frameworks, we strategically grounded HAC’s narrative in tangible evidence of success/progress, providing clear results for stakeholders and donors. This promotes more engaging content and supports HAC’s mission without overwhelming viewers.
